International Business

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Introduction

Table of Contents 1.0 Introduction 2.0 Country Analysis 2.1 PEST Analysis for Two Countries 2.1.1 Political Analysis 2.1.2 Economic Analysis 2.1.3 Socio Culture Analysis 2.1.4 Technological Analysis 3.0 The Country Selected 4.0 Mode of Entry and Justification for Selected Mode 5.0 Selection of Partner 6.0 The Internal and External SWOT Analysis 6.1 Strengths 6.2 Weaknesses 6.3 Opportunities 6.4 Threats 7.0 Food Industry Analysis (Examining the UAE Food Industry with the 5 Force Model) 8.0 Mission Statement of the Organisation 9.0 Strategic Goals 9.1 Sustainable Strategic Advantages 9.2 Business Strategy 9.3 Pursuing the Focus Strategy in UAE 9.4 Justification and Appropriateness of Using the Focus strategy 10.0 Functional Strategy Discussion 10.1 The HR Strategy for the Business 10.2 Marketing Mix Strategy for the Business 10.3 Financial Management Strategy 11.0 Control Framework 12.0 Uncertainties 13.0 Contingencies 14.0 Conclusion 15.0 Reference 1.0 Introduction In assuming the position of a marketing manager for a local chain restaurant that is successfully operating 32 restaurants in Malaysia, that has the theme is "Chicken Rice", a number of matters are looked at and examined in regards to the process of internationalization of the firm into the global market, which is always a challenging and exciting exercise. This would not be a very simple task and will be one that needs a considerable amount of investment to successfully materialize. Concerning this main report, all the important decisions and strategies in relation to the firms internationalization process will be the main subject of discussion. The CEO of the business want to slowly expand into foreign and her idea is to seek a strategic partnership with a host via strategic alliance and the CEO wants a stake in the foreign operation so as to maintain greater control to maintain consistency. Further it being the first venture overseas it is the opinion of the CEO that a direct involvement in the venture would be in the best interest of the business. ...read more.

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and (Porter Five Forces Strategic Business Analysis Tool, 2009). The third force is the bargaining power of buyers the buyers in the industry, which in this case are the customers of the restaurants. The level of strength of the buyer will be very important here. In the UAE food industry, there are indeed many buyers and there are also many sellers. The bargaining power of the buyers would be very high because they are able to change to other restaurants very easily without having to spend much in switching from one restaurant to another restaurant. In addition, the existence of numerous restaurants would make it easy for consumers to find another restaurant that is more affordable and this shows that setting very high prices in an industry like this is not advisable (Porter Five Forces Strategic Business Analysis Tool, 2009). The next force is the bargaining power of suppliers and this concerns the strength of the suppliers position and this concerns the amount of potential suppliers that are said to exist within the UAE food industry. There are numerous supplies for these restaurants within this industry and none of these have strong enough power to exert and influence over the restaurants, which means that the supplier bargaining power is low (Porter Five Forces Strategic Business Analysis Tool, 2009). The threat of rivalry between existing industry players would be the next threat and this is said to be a very important threat that would be of concern for the restaurant business. Very strong competition does take place between restaurants that are already operating within this industry. There is no dominant player within industry and each of these compete extensively for market share (Porter Five Forces Strategic Business Analysis Tool, 2009). 8.0 Mission Statement of the Organisation This restaurant's mission statement is now discussed. In practice, the restaurant will have the following mission: To sell to its customers, food and drinks that are of a remarkable quality and very delicious. ...read more.

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